<ul><li>They are not ready to commit to purchasing the product.</li><li>The price is too high.</li><li>The checkout process might be too long or too complex.</li><li>They were interrupted or distracted during the checkout process and forgot about the product they were going to purchase.</li></ul>

Why users abandon their shopping carts

<ul><li>Channel: push notifications instead of email because app users are more engaged and they can interact with the notification immediately.</li><li>Timing: 1-2 hours after the user abandoned their cart.</li><li>Frequency: 3 notifications: after 1 hour, 1 day and 1 week.</li></ul>

Zinio's strategy to win back customers that abandon their shopping carts

<img width="650" height="361" src="https://appgrowthsummit.com/wp-content/uploads/2019/07/blank-card-cellphone-1851415_edited-2.jpg" alt="" srcset="https://appgrowthsummit.com/wp-content/uploads/2019/07/blank-card-cellphone-1851415_edited-2.jpg 900w, https://appgrowthsummit.com/wp-content/uploads/2019/07/blank-card-cellphone-1851415_edited-2-300x167.jpg 300w, https://appgrowthsummit.com/wp-content/uploads/2019/07/blank-card-cellphone-1851415_edited-2-768x427.jpg 768w, https://appgrowthsummit.com/wp-content/uploads/2019/07/blank-card-cellphone-1851415_edited-2-425x235.jpg 425w">Shopping cart abandonment is a major problem across all industries and devices. However, the biggest challenge comes on smaller screens, with the average mobile cart abandonment rate as high as 85% (varying drastically from industry to industry).&nbsp;<h3>Why Customers Abandon Their Carts</h3>Some of the reasons why customers abandon their shopping carts:&nbsp;<UL><LI>They were not ready to commit to purchasing the product.</LI><LI>The price is too high.</LI><LI>The checkout process might be too long or too complex.&nbsp;</LI></UL>Another common reason a mobile user might abandon their shopping cart is because their shopping session was interrupted or they got distracted during the checkout process and completely forgot about the item they were going to purchase.&nbsp;&nbsp;The good news: this can be addressed by setting up automated campaigns targeting cart abandoners based on their behavior.<h3>Using the Right Channel</h3>Emails have been a go-to tool for addressing cart abandonment, however push notifications are also a great tool every marketer should leverage, especially considering that push notifications target app users, which are the most engaged customers.&nbsp;Additionally, push notifications reduce the user journey significantly compared to email campaigns, and can bring customers back to the app faster. Users are able to interact with push straight from their device screen, and by leveraging deep-linking that lands them directly on the product page in the app.&nbsp; Whereas with email, they would first have to actively check their inbox.&nbsp;<h3>Get the Timing Right</h3>Regardless of why customers leave, we only have a few hours to win them back. The right timing is crucial for the effectiveness of the campaign! The first reminder should, ideally, be sent within one to two hours from the moment the customer abandoned their cart. This strategy has shown a 105% increase in revenue compared to messages sent a day later.&nbsp;<img src="https://appgrowthsummit.com/wp-content/uploads/2019/06/mirela2.jpg" alt="" width="650" height="365"><h3>The Right Frequency</h3>At ZINIO we tested several frequency strategies where, first, we had a push notification reminder sent out after 1 hour from the moment the users abandoned their carts. A second reminder would go out two days later, targeting users who still hadn’t completed their purchase.&nbsp;The engagement rates (push opens, conversion rate) were significantly higher than those of regular marketing push campaigns.After running this campaign for a couple of months, to allow us to gather significant data, we updated the frequency as follows:<UL><LI>First reminder: 1 hour after cart abandonment.</LI><LI>Second reminder: 1 day after users had abandoned their cart.</LI><LI>Third reminder: 1 week later.</LI></UL>The reminders were only sent to users who had not yet finished their purchase. Users who did finalize their purchase would receive instead a “thank you” message to keep them engaged with the brand.&nbsp;The results were mind-blowing! After updating the push frequency to 3 reminders instead of 2, and placing the second reminder 1 day later instead of 2 days, the conversion rate has increased 13-fold compared to the first version!&nbsp;<h3>Conclusion</h3>Regardless of how great the results look, as marketers we should always continue to test and innovate, and never be satisfied with the results achieved. There’s always room for improvement!&nbsp;<img width="130" height="130" src="https://appgrowthsummit.com/wp-content/uploads/2019/03/Mirela-Cialai_400.jpg" alt="Mirela Cialai"><h3>Mirela Cialai, Director of Mobile Marketing, Zinio</h3><h6 dir="ltr">Mirela Cialai is the Director of Mobile Marketing at Zinio, where she focuses on engaging digital readers around the world, and helps them discover the stories that matter to them.&nbsp;She has 15+ years of solid B2C experience, leading global digital strategy &amp; partnership marketing within multinational eCommerce environments spanning NORAM, EMEA, APAC and LATAM. Her work has earned several award nominations from reputable media bodies, and she is also a frequent speaker at industry events. 
<a href="https://www.linkedin.com/in/mirelacialai/" rel="noopener" dir="ltr">LinkedIn</a> | <a href="https://www.zinio.com/" dir="ltr">Zinio</a></h6>

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Title: Problem of Shopping Cart Abandonment on Mobile Devices

Mobile cart abandonment rate is as high as 85% due to various reasons such as high price, long or complex checkout process, and interruptions or distractions during the shopping session.

Title: Leveraging Push Notifications to Address Cart Abandonment

Push notifications are an effective tool to target app users, who are highly engaged customers. These notifications reduce the user journey and direct them to the product page in the app, increasing the chances of bringing them back.

Title: Importance of Timing in Cart Abandonment Campaigns

The timing of the campaign is crucial, and the first reminder should ideally be sent within one to two hours of cart abandonment. This strategy has shown a significant increase in revenue compared to messages sent a day later.

Title: Effective Frequency Strategies for Cart Abandonment Campaigns

Sending multiple reminders to users who have not completed their purchases can significantly increase engagement and conversion rates. Testing different frequency strategies, such as sending reminders one hour, one day, and one week later, led to a 13-fold increase in conversion rate.

Title: Continuous Testing and Innovation in Cart Abandonment Campaigns

Marketers should always strive to test and innovate, seeking continuous improvement in their cart abandonment campaigns. There is always room for improvement, and marketers should never be satisfied with the achieved results.

Leveraging Push to Address Cart Abandonment and Bring Users Back to the App

Why users abandon their shopping carts

Zinio's strategy to win back customers that abandon their shopping carts

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